Sinemia is further differentiating itself from its main competitor, MoviePass. The moviegoing startup is launching a new feature today that gets rid of the need for people to have a physical card in order to purchase movie tickets. This comes after a number of new Sinemia customers reported long wait times for their debit cards to arrive.

“The Cardless feature was in our product pipeline but we accelerated it due to strong demand and issues that it brought,” Sinemia founder and CEO Rifat Oguz said in a statement to TechCrunch.

“We’ve seen incredible demand for our movie ticket subscription service, with many customers wanting to dive right in and buy movie tickets without waiting for a physical card to be shipped to them,” Oguz said in a press release. “At Sinemia, we strive to provide the best moviegoing experience possible while driving the industry forward, and this is just one example of how we’re moving quickly to address our customers’ needs. Sinemia Cardless makes it easier than ever for people to get their movie tickets in advance.”